Baltimore's Millennial Media Inc. has a new publisher for its tiny, mobile-device-size commercials: Major League Baseball. The not quite two-year-old company, which already places ads on the mobile sites of MySpace and CBS, today plans to announce that MLB.com has joined their ranks, stripping Millennial-made advertisements across its Web pages designed for cell phones and personal digital assistants. Terms of the partnership were not disclosed.While two out of every three Americans carry cell phones, only 11 percent of them are using the gadgets to surf the Internet, according to M:Metrics, a research firm that measures the mobile audience. But the figure is expected to balloon during the next few years - along with the advertising opportunity - as phones become more Web friendly and people increasingly use them for more than making calls. M:Metrics says mobile Web users typically search for weather reports first, then news. Coming in third is sports: About 8.6 million people checked out such sites from their hand-helds during a three-month period last year.http://www.baltimoresun.com/business/bal-bz.millennial05feb05,0,7866757.story
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